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How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory
doesn't work!" I smile knowingly and wait for a pause in the
conversation, and this is what I say in response to their
claims?

"It's not the medium - it's the message?and it's probable the
market too!" Blank stares often accompany that opening statement.
But they do work - and they work well? IF you know how to use
them.

Think of This?

The Yellow Pages (YP) reaches approx 80% of North American
adults in the average month, 60% in the average week, and 15%
daily. And nearly 90% of these references result in contact with
a purchase or an intent to purchase.

The YP is a reference medium - people are looking for
'something', usually a solution to an immediate problem. And one
out of every two people looking in the YP directory have no
provider in mind and are silently begging for a solution to their
problem.

Ok, here's a quick summary - just in case you missed all that.
The YP reaches almost everyone eventually, those who are actively
looking in the YP directory have a problem and need a solution.
And those looking likely have no supplier in mind? Is it just me
or doesn't this sound like a gold mine waiting to be tapped?
Given these useful tidbits, doesn't it make sense to figure out
how to make your adverts more effective?

First of All...

Don't listen to the space sales rep - yup, I know. You're
thinking these guys know their stuff. Well they sure how to sell
space, but designing a profitable advert? Uh, no. In fact their
design teams (did I mention they offer their services for FREE as
part of the ad space you buy?) generally create adverts that look
like everyone else's. Remember, you get what you pay for.

And you wonder why your previous attempts failed?

Here's The Secret...

If I told you how to place a winning advert in the YP every
time, would you want to know? Of course you would. Here's the
secret: simply design an assortment of YP ads and run them in
your local weekly newspaper. Track the results and see which one
works best - that's the one you use in the upcoming YP directory.
Easy when you know how.

What Format to Use?

Here's another misconception. You don't actually have to have
color, you don't actually have to buy a full page and you
certainly don't have to apply the 'rules' that the YP rep might
recommend. You do have to be the right size, the right color and
in the right place - it's not simply a case of bigger, brighter,
and more.

This might help you. Imagine the YP reader for a moment and
you'll start to see what your advert should be like. Your
potential customer is out there somewhere closely scanning the
pages looking for a solution to their problem. What would you
want to know if you were in their shoes?

You'd Want Information!

Absolutely, you'd want to know about how they're the right
choice for you and that they understand your problem and that
they can assure you of the service you require and oh look?
there's a website with more information or a toll free recorded
message with more information, or a free report with more
information?

Are you seeing a pattern yet?

The last thing a reader cares about at this point is YOU.
They're only interested in themselves. They have a problem and
they want it gone. Make it easy for them to see why you're the
best choice and you'll have them beating a steady path to your
door.

Always Use A Headline?

Remember, the browser is looking for a solution so have a
headline at the top of your advert that addressees their main
concern. Here's a suggestion for a headline that will catch the
eye of a YP seeker - "7 Ways To Choose The Right Repair Shop" or
"5 Questions You Must Ask When Picking The Perfect Mechanic"
Isn't that what they're trying to do? Won't your headline stop
them dead in their tracks - of course it will.

In closing, there's a lot more to YP advertising than I can
cover in a page, and display advertising (of which YP is one
part) is a fascinating subject all on it's own.

AUTHOR BIO: James Burchill is a freelance marketing
consultant and publisher. James helps people 'Sell more stuff,
and make more money!' He also publishes informational and
Internet products and his main website is http://www.JamesBurchill.com
James' newest product shares his insights into the exciting world
of freelancing on Elance at http://www.ElanceExposed.com

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